One survey from Shopper Approved polled more than 25,000 customers, asking why they purchased items online instead of in-store. While they gave a variety of responses, Multichannel Merchant contributor Ian Goldman was quick to note the importance of conveniences, such as better pricing and ease of the shopping experience. Shipping affects both of these areas in rather significant ways, which is why it is such a contentious part of the online shopping experience.

Regarding price, shipping can add a significant cost to purchase totals. Some retailers may charge upward of $10 for shipping, which can be a major turnoff to prospective buyers. In terms of convenience, shipping also affects how smooth the online buying process is. Options are important when it comes to shipping – do customers want the package today or will they wait a week? Could they get it delivered to the office or pick it up at a public location? This empowers them to get their goods as conveniently as possible.

This is precisely why retailers need to do a better job of rate shopping shipping carriers and expedite order fulfillment in the warehouse. Their ability to offer a variety of shipping options at affordable prices directly correlates with customer satisfaction. Yet at the same time, perfecting the art of shipping is no easy task. Retailers have numerous options to choose from, between picking carriers to setting free shipping thresholds at the right price.

Shipping can be a major detriment to effective eCommerce operations if not handled appropriately, so it is crucial that retailers spend the time to get it right.